Work

Mere copycat? The effects of human versus human-like virtual influencers on brand endorsement effectiveness: A moderated serial-mediation model

Year: 2023

Type: article

Source: Journal of Retailing and Consumer Services

DOI: 10.1016/j.jretconser.2023.103610

Authors: Qi Zhou, Bin Li, Huajun Li, Yueqiu Lei

Institutions: Huazhong University of Science and Technology, Tsinghua University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: closed

Funders: China Postdoctoral Science Foundation, Science Foundation of Ministry of Education of China

Awards: G2143298841, G2336364829

OpenAlex ID: W4387835537

FWCI: 61.45

Cites: 77

Cited by: 143

Related to: 10